Match Assets with Objectives

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One of the most common questions I’m asked is, “So, how are we doing?”. They’re asking about their social media efforts. I always reply with the same response, “I don’t know, what are you trying to do?”

Then they blink at me.

It used to be enough just to be active in social media, To have a Facebook page and Twitter following and watch those numbers grow. Then innovative organizations started dabbling in Instagram, or Pinterest, or Google Plus. I remember when G+ came out and I saw a number of sports teams launch a presence there – mostly just because they could.

There’s only really two platforms that don’t require an explanation for use in Facebook and Twitter. They are pervasive and have a reach beyond the platforms themselves (both are frequently discussed in other forms of media). No one’s gonna call you out for using them. But that’s where my point is stemming from…

Why are you using any social platform? What kind of content are you posting and to what end? Do you have an app – why? Do you sponsor an app – why?

Objectives first, assets second. Objectives should be tied to an over-arching marketing plan. There’s often a rush for Business Development teams to sell, for sponsors to be in the mix, for PR companies to commit the client’s budget – but to what end?

When you start with identifying objectives the rest of the path can become clear, as long as you know what each platform can do for you – but that’s a deeper dive…

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It’s Never Too Late for a Social Strategy

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If you’re like most organizations, you started your activity in social media before really having a plan.

Now you have thousands of likes, fans and followers – the kinds of numbers that merit attention and strategy. At the end of the day, it doesn’t matter how you got here, but it’s time to plan where to go now.

Start with this…

1. List Your Assets

Make a list of all your digital assets – web site, social networks, email marketing, mobile app, etc… Also, list the high level numbers/stats that you have for each asset.

Take a good look at what you have – can you identify why are you in those spaces? What sorts of “returns” are the producing? Is there anything missing? Is there too much of something? Have you been listening – what is your market saying?

2. Determine Your Objective

Now that you have an idea of what you have, what do you want to do with them? What is the goal or objective that you want to achieve with this? As with any goal setting, be specific. You might have overarching as well as specific goals. Goals could be anything: direct revenue, increasing stats, growth of X or Y, increase in A or B… But be sure to make things measurable so you can track your progress.

3. Align Your Resources

Lastly, align your resources – both staff as well as digital assets – to accomplish those objectives. For example, if you want to launch a point of purchase initiative, consider a foursquare promotion. But also consider how you will support it – how can you use your other assets to support this? Ideally, your digital assets are continually reinforcing one another as required to achieve both short-term and overarching goals and objectives.

There’s a ton of details that need to be flushed out in these steps – though the structure is simple, how you execute, innovate and strategize is the real key element. The main take-away here is to begin to structure your efforts within a defined plan.

Execution, innovation and strategy – the real meat behind the structure is exactly what the projects I work on are all about. If you have any questions, just let me know!